The Marketer Of 2026: What Audience Understanding Now Looks Like

About this video

Audience understanding has changed. It’s no longer enough to know demographics or look at last month’s top posts. In 2026, the marketers who win are the ones who can read what people actually care about, spot shifts early, and turn that insight into content that feels timely, relevant, and human. In this live panel, Sandra Busch from Brandwatch, Nicole Mezzasalma from Battenhall, and Caoimhe Corcoran bring three different perspectives on what audience understanding looks like today. You’ll dig into how to use analytics without losing the story, how to connect data to creative decisions, and how brands can build social strategies that respond to real behaviour instead of assumptions. This is for anyone running social and trying to balance performance, insight and creativity without getting stuck in spreadsheets or vibes-only planning. -️ With Sandra Busch (Brandwatch), Nicole Mezzasalma (Battenhall) and Caoimhe Corcoran (Social Media Manager + Content Creator)